Open Access

Christina Laake, Lisa Marie Höler, Peter Bug

• Purpose of this research paper is to assess the state of the art concerning the relevance of consumer segmentation models in the fashion industry with regards to current changes in technology, market structure and consumer behavior. The paper is composed of a qualitative literature review and an empirical study in form of a survey. They are contrasted in order to identify both similarities and differences. Findings reveal that consumer segmentation is still relevant. Notwithstanding, an adaptation of classification models is necessary according to occurring changes. External models, segmenting consumers by means of lifestyle or fashion typologies, are used. However, it is striking that most companies of the empirical study already apply internal segmentation models with tendency to rise. Moreover, research has shown that consumer classification models in the USA make use of different criteria than in Europe. Language barriers within the literature review and a low sample size in the empirical study give research limitations. Future management implications can be directed to the identification of procedures for the efficient application of internal segmentation models.